Abstract: International crude oil price is on the decline, reducing the activities in the upstream sector. The falling price leads to a unprecedented pressure on petroleum equipment industry. Conversion into the manufacturing of technological service is an inevitable way for the industry’s sustainable development. Marketing activities link the enterprises with the market. Conversion should take into account the technology-concentrated characteristics of petroleum equipment manufacturing. With the enterprises based on their actual conditions and engaged in effective technological marketing activities, innovative products, technological innovative channels and technological service for users hold the key to successful conversion of petroleum equipment manufacturing industry. Therefore, it is necessary to adopt the guaranteeing measures, including increase of investment for technological research and development, focus on market investigation and development of technological marketing professionals.

摘要： 国际原油价格持续下跌，上游业务量减少，下行压力致使石油装备制造业遭遇前所未有的寒冬，向技术 服务型制造转型成为其可持续发展的必然选择。市场营销活动是连接企业与市场的纽带，结合石油装备制造业技术密 集型特点，以技术创新产品，以技术变革渠道，以技术服务用户，立足自身实际条件和产品基础，开展有效的技术营销， 是石油装备制造业成功转型的关键。由此应采取的保障措施，具体包括加大研发投入、重视市场调研、加强技术营销 人才培养等。

关键词: 低油价, 石油装备制造业, 转型升级, 技术营销